A recent study shows that online reviews for local businesses are the norm for many consumers: 82% report reading reviews and over 90% say that a positive review makes them more likely to use a business.
Reviews have a vital impact on the behavior of local consumers.
Following are key findings:
Recency:
Recency of reviews impacts consumers’ decisions:
- Nearly 3 in 5 consumers judge a review by how recent it is.
- Almost half say a review should be within two weeks of when they view it in order to impact their decision, while one-fifth say it can be as recent as one month.
Star Ratings:
Consumers consider a minimum number of stars before using a business:
- The majority of consumers pay attention to overall star ratings.
- Seventy percent say a business should have either 3 or 4 stars, 53% would consider 3 stars or less, and 12% insist on a 5-star rating.
Quantity:
The quantity of reviews influences consumers’ trust:
- Half of consumers pay attention to the quantity of reviews.
- Consumers read an average of ten reviews before trusting a business.
Posting Reviews:
Consumers are more likely to post positive reviews:
- Three-fifths left a review for a local business after having a positive experience.
- Only 25% say they left a review after a negative experience.
Reading Responses to Reviews:
Consumers place value on businesses that respond to reviews:
- Just over 70% of consumers are more likely to use a business that responds to existing reviews.
- Businesses should respond promptly, politely and helpfully to both positive and negative reviews.
Reviews can have a vital impact on the behavior of local consumers–an online reputation strongly affects whether customers choose to use a business.
Source: The Local Consumer Review Survey-BrightLocal.com, reported by MarketingCharts.com